Marketing technology finally appears to be getting attention from a majority of marketers, according to a new eMarketer report.
Compiled from a December 2015 study conducted by Rocket Fuel, the report indicates that two marketing trends will see increased focus in 2016: the programmatic buying of television and data management platforms (DMPs).
Out of formats that get the most attention from senior level and marketing professionals, digital display continues to be king, with 69 percent of marketers currently using it, and up to 81 percent planning on using it in some capacity. However, TV also plays a big part on the chart. Thus far, 13 percent utilize programmatic ads for it, but 24 percent indicated they would soon be on board. Meanwhile, print continues to dwell at the bottom of the list, and interest appears to be waning.
As for DMPs, which assist with aggregate marketing information across various channels, it was of great interest to marketers. Of those polled, 91 percent stated that they’re interested in learning more about it – even more than multichannel attribution (81 percent) and programmatic TV (80 percent).
A higher emphasis on programmatic means reaching more of a high-tech audience. Considering how programmatic ads reached an all-time high last year, and how video plays a huge part, its continued growth shouldn’t be too much of a surprise. Additionally, there’s always potential for programmatic advertising to reach beyond television, like with wearables.
